A 5 metre-tall poster, featuring a teenage boy, was placed during summer break on a climbing wall located in the largest and most active climbing centre in Israel (1,100 square metres).In order to create the acne illusion, we rearranged the climbing grips, placing them where pimples usually appear on the face.

Teenagers exposed to the pimple-wall will no doubt remember the experience for a long time.

It was fun!TV and press enjoyed it too and the brand received free media coverage.Sales increased by 33% vs. 2009.*This was part of a larger campaign which also included print ads.